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Better measurement of content marketing

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This Digital Olympus presentation was done based on some feedback and updates to my previous SEO Camp presentation on Measuring Content Marketing

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Better measurement of content marketing

  1. 1. 1@DavidIwanow How to better measure content marketing
  2. 2. 2@DavidIwanow Who am I? I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital marketing agency with a focus on SEO and Content Marketing. We also have BlueGlass offices in Zurich and Tallinn.
  3. 3. 3@DavidIwanow The Drum 2016 Content Marketing Agency of the Year 5 x Search Awards winner
  4. 4. 4@DavidIwanow 1. Measuring links acquired (Majestic) 2. Measuring shares (BuzzSumo) 3. Measuring estimated reach (CoverageBook) 4. Measuring referral traffic (Google Analytics) 5. Measuring organic traffic (Google Analytics) 6. Measuring uplift in impressions or average rank (GSC) 7. Measuring number of search terms driving traffic to page (GSC) 8. Keyword ranking uplift (SEOmonitor) 9. Automated measuring (SEOmonitor) How can you measure content marketing? There is always a way to measure impacts if you plan ahead...
  5. 5. 5@DavidIwanow Bad ways to measureWhat are some horrible ways you can measure content marketing?
  6. 6. 6@DavidIwanow ▪ Based on number of links opens it up to manipulation ▪ Targets may limit the opportunity to build more links ▪ Measuring links without considering TF/CF ends in tears ▪ Articles created without a reason should cause concern ▪ Set expectations of what you want at the end Focus on the right aspects
  7. 7. 7@DavidIwanow Measurement is keyWhy do I need to better measure what we’ve done?
  8. 8. 8@DavidIwanow ▪ Should be possible to calculate a ROI on all content ▪ Marketers will be held more accountable on spend ▪ You have to fight against PPC for budget ▪ You want to learn what impacts the business metrics ▪ How else can you learn from your mistakes? Why is it important to measure?
  9. 9. 9@DavidIwanow Measuring linksDid you generate more links? Were they quality links?
  10. 10. 10@DavidIwanow Try to improve TF over CF
  11. 11. 11@DavidIwanow Measuring changesDid you acquire links or social shares?
  12. 12. 12@DavidIwanow Any content being shared?
  13. 13. 13@DavidIwanow Links acquired by content
  14. 14. 14@DavidIwanow Estimated reachHow many eyeballs might have seen your off-site content?
  15. 15. 15@DavidIwanow Top level content insights
  16. 16. 16@DavidIwanow Referral trafficDid you drive clicks from your off-site content back to your site?
  17. 17. 17@DavidIwanow Don’t try and track via UTM tags
  18. 18. 18@DavidIwanow Filter out the bots in Analytics
  19. 19. 19@DavidIwanow Can track via Google Analytics
  20. 20. 20@DavidIwanow Organic trafficDid your onsite or target content acquire more organic traffic?
  21. 21. 21@DavidIwanow Onpage content can lift traffic
  22. 22. 22@DavidIwanow Any SERP changes?Did Google Search Console show you a positive uplift?
  23. 23. 23@DavidIwanow Clicks and impressions uplift?
  24. 24. 24@DavidIwanow Did average rank change?
  25. 25. 25@DavidIwanow Number of keywordsDid the number of non-brand search terms driving traffic increase?
  26. 26. 26@DavidIwanow How many terms driving clicks?
  27. 27. 27@DavidIwanow Improved rankingsDid the rank of the target terms increase?
  28. 28. 28@DavidIwanow Track the focus terms
  29. 29. 29@DavidIwanow Automated insightsDid the content performance report highlight any impacts?
  30. 30. 30@DavidIwanow Performance of content
  31. 31. 31@DavidIwanow ForecastingWhat might be the impact of content marketing?
  32. 32. 32@DavidIwanow ▪ How established are the competitors? ▪ What is the SEO difficulty score on target terms? ▪ Average links per piece of existing content? ▪ Average number of links competitors are building? ▪ Referral traffic to content pieces? ▪ Organic traffic to current pieces? Forecast potential impacts
  33. 33. 33@DavidIwanow How much content?Work backwards from your goals to estimate resources needed
  34. 34. 34@DavidIwanow ■ How much additional organic traffic is needed? ■ How many terms are being targeted? ■ How much referral traffic is needed? ■ How many quality links are you behind? ■ How much content do you currently have? ■ How does the content fit in with the purchase cycle Honestly how much do you need?
  35. 35. 35@DavidIwanow Tracking successContent marketing should have a goal or KPI that is influential
  36. 36. 36@DavidIwanow ▪ SEOmonitor can help (try it here) ▪ Dashboards in Majestic can help track competitors ▪ CoverageBook can track reach of content ▪ YoY comparison to avoid factoring in seasonal trends ▪ Compare target pages against a control group How to report you results
  37. 37. 37@DavidIwanow Thank You!